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Debenhams Beauty Bar

After closing all of their physical stores earlier in 2021, and moving solely online, Debenhams, now owned by The Boohoo Group, are back and better than ever. In the start of december, Debenhams opened a flagship beauty store in Manchester’s Arndale. The store specialises in cosmetics, fragrance and skincare products and is set across 2 floors covering a total of 7,552sq. ft.

When planning out the store, The Boohoo Group were exploring ways they could create a sleek, modern look that incorporated dazzling signage and interactive technology. After working with Boohoo last year on their corporate spaces in London and Manchester, The Boohoo Group enlisted us again to work on this upcoming project.

boohoo london

Social Wall

Our partner brand Xi also lent a hand on this project, by helping the brand establish its interactive digital presence with a social wall installed towards the front of the store. The social wall helps connect actual customers with the brand by making them the heart of the store. By simply snapping a picture and uploading it to social media with the #debenhamsbeauty the content is then shared to the social wall.

The Boohoo Group said: “Being an almost exclusively online company, it was essential that the store reflected that digital world, the interactive screens connect these two worlds, with real-time posting via social media platforms displayed immediately on them.”

Debenhams dazzling LED

Taking initiative from the AV Award winning corporate spaces we designed for Boohoo, we installed a series of screens throughout the store to provide a fully digital environment. A large-scale bulkhead was installed above the doors as an advertising space for all brands within the store as well as Debenhams itself. The bulkhead is 2.6 pixel pitch with non-high-bright LED due to its location. 

We also installed a series of palladium screens running down both sides of the store above the concession stands. The screens were designed for individual brands to advertise above their stands to promote their latest products and campaigns. The screens are 2.8mm X 2.2mm with a 1.9 pixel pitch. Towards the back of the store we installed a selection of curved LED screens also for individual brands to advertise on with a 1.9 pixel pitch.